A destination is much more than just a collection of tourist sites – there are smells, sounds, experiences and emotions which combine together to make a place a must–see. India Tourism, with its Incredible! India ad campaign has gone beyond just the sights to bring forth an emotional connect of discovery and nostalgia. State tourism boards have also taken a cue from the Incredible! India campaign to bring out ads that go beyond tourist destinations to connect with the traveller’s emotional side.